Trade Fairs Archive - TEST Hotelreservation & Events

Women Power in Business: How the Trade Fair Industry is Setting New Standards

For 35 years now, entrepreneur Elisabeth Unger has led TEST Berlin. With International Women’s Day approaching on March 8th, the question arises: why does the female quota in our company remain the exception within the business world? The call for increased visibility of women in leadership positions and female entrepreneurs is getting louder and louder. So how can the German trade fair industry become a pioneer in promoting women?

In a recent report by AUMA, two influential figures speak out: Susanne Hennigers, Director of Corporate Partnerships & Platform Growth at Messe München, and Jennifer Hader, Director of Human Resources & Culture at Messe München. Together, in 2021, they launched the Female Business Network “Frauen-Verbinden”. Their approach to presenting women more prominently in male-dominated industries relies on networking.

Women are less represented in leadership positions both in Germany and at EU level. In Germany, only about 29 percent of leadership positions are held by women, and the proportion of female founders is only 20 percent. Particularly in the industries represented at Messe München’s trade fairs – from the construction industry to real estate to German mechanical engineering – fewer women are visible proportionally. The “Frauen-Verbinden” network aims to make women from various industries more visible and to connect them across sectors.

It is a fact that trade fairs offer a unique platform for direct communication and networking. However, successful networking requires access to suitable opportunities and experience. Therefore, “Frauen-Verbinden” utilizes various formats, including the “Female Leaders Breakfast,” to facilitate conversations among women in leadership positions during ongoing trade fairs. Additionally, positioning women as experts on panels or as keynote speakers at selected fairs contributes to their visibility.

Studies by major economic consulting firms confirm:

A higher proportion of women in leadership positions promotes the growth and business success of a company, thus positively impacting business development.
Gender diversity is an important factor for the profitability of companies.
Women enrich corporate culture with their specific perspective and personal style.

(Source: AUMA newsletter article “Frauen aus Industrien sichtbarer machen”, 10th of January 2024)

Under the leadership of an experienced female executive, TEST Berlin has fostered a corporate culture that promotes equal opportunities. Large portions of our employees are women who are encouraged through training opportunities to fulfil their potential. Initiatives like “Frauen-Verbinden” give hope that our company will soon no longer be the exception. The German trade fair industry can serve as a role model and actively support female leaders to demonstrate how women enrich the economy.

The Future of the Business Travel Market: Between Digital Evolution and Growing Travel Ambitions

The future of the business travel market is undergoing an exciting evolution, as current world events and trends shape the sector’s dynamics significantly. What does the future of business travel look like, and what role does Germany play as a destination for business travelers? A study by the German Business Travel Association (VDR) published last year and contributions from the GCB provide valuable forecasts:

The trend is towards longer and more expensive business trips:
In 2022, the average duration of business trips increased to 2.4 days compared to the previous year. At the same time, the cost per day increased by 11% to €371.00.

The overseas travels undertaken by German companies hold significant importance:
Of the companies surveyed, 92% conducted international business trips. Additionally, about one in four business trips was an international stay in 2022.

Germany leads the ranking of European business travel destinations:
In 2022, approximately 9.2 million European business trips were made to Germany. This accounts for more than 20% of all European business trips (46.8 million).

The international destinations of German companies are changing:
Neighboring countries Switzerland and Austria are gaining importance, while the United States, China, and the United Kingdom are falling behind in the business travel ranking. The rise of India as a German business travel destination is also noteworthy. In 2022, more than 1,700 German companies were located there.

In-person events are experiencing a significant renaissance:
The significant success of in-person formats show that the demand for face-to-face interactions will continue in the future. Whether as a source of inspiration or a platform for networking and constructive dialogues, business events are instruments for solving complex issues and promoting knowledge transfer. According to the recent Future Meeting Space study “Redefining Event Attendance,” about 92% of respondents attend events for networking purposes.

Digitalization is changing everything:
The advancing development of hybrid formats, combining personal and virtual interaction, is seen as key to success in the future mix of event formats. New opportunities are emerging, allowing event reach to expand and including individuals regardless of location.

New Work redefines business travel:
People increasingly combine multiple different occasions into a single trip, creating sustainable events. The concepts of Staycation (leisure activities in one’s own work environment), Bleisure (extending a business trip for personal purposes), and Workation (traveling to attractive destinations to work there as well) show: Work and leisure will be increasingly interconnected in the future.

The business trips of the future will be more efficient and expensive. Old routines are being reinterpreted within the framework of digitization and New Work. German companies benefit from the economic strength of their location and can respond optimally to the trend towards hybrid formats. Those who master the perfect balance between physical presence and digital networking will become international pioneers.

With AI and Digital Participant Management to the Next Level

In Hannover, the HANNOVER MESSE has just celebrated the premiere of its first AI conference and the GCB is emphasizing how modern event technology is revolutionizing the trade fair industry. What once appeared as distant future prospects now transform into an exhilarating reality. Which opportunities and challenges does the era of AI and automation bring? We, at TEST Hotelreservation & Events have examined digital future trends for you!

It is January 24, 2024, and in Frankfurt am Main, a special series of conferences is beginning. The first AI conference of the HANNOVER Messe is progressive, pragmatic, and sets an important example: Artificial Intelligence is entering the German trade fair industry, and businesses that grasp the importance and potential of this innovative technology can experience substantial benefits.

In this context, the organizer, Hubertus von Monschaw and his team, also highlight that a trade fair is much more than just a short-term event. Indeed, they emphasize the importance of continuous offerings to reach target groups throughout the year. The AI conference is a central part of this strategy, supported by regular specialized newsletters, sponsorships of AI events, and partnerships with AI podcasts. The long-term goal of the HANNOVER MESSE is to establish itself as the leading industry platform for AI and to attract attention from new companies. First conclusion of the conference: The industry is responding enthusiastically. Sold out! (Source: https://www.messe.de, Messe News: „Eine Messe ist mehr als ein fünftägiges Ereignis“)

The HANNOVER Messe isn’t the only one reconsidering the trade fair industry; the GCB is also investing in the progressive advancement of event technology. The association’s website explains “Why Event Tech is becoming increasingly important.” Whether it’s online registrations, participant management tools, payment systems, or mobile event apps – what once started as a trend has now become a solid pillar in the event industry. Markus Laibacher, Regional Sales Director at Cvent, emphasizes: “Personalization at events means that planners not only save time through automation and streamlining of workflows but also need to invest more time and resources in the use of this event technology for segmentation and targeting.”. (Source: https://www.gcb.de, Meldung: „Warum Event-Tech immer wichtiger wird“)

So, how do you combine the digital evolution of your company with a full day-to-day business and a lack of internal tech experts? How can you keep up with digital transformation and establish yourself as a pioneer within the era of digitization? At TEST Hotelreservation & Events, we have developed a flexible, customer-oriented solution with our digital Participant Management Software: Our TEST Meeting-Manager is a web-based all-rounder that ensures transparency and control, reduces your administrative burden, and helps save valuable time and costs! – From sending invitations to billing.

The comprehensive software capabilities of the Meeting Manager include:

Corporate design – visually coordinated to perfection
Invitation management – personalized via email
Dynamic registration forms – tailored to your requirements
Hotel management – user-friendly room search
Event management – unique company events
Reporting – professional numerical overview
Additional services – customized solutions all around

Exact future predictions are not part of our business, but like the HANNOVER Messe and the GCB, we at TEST Hotelreservation & Events are convinced that modern technologies will revolutionize our trade fair industry. Collaborate with us to adopt digital solutions and try out our TEST Meeting Manager today, free of obligation. Soon, your company will also experience a leap forward: Level Up!

An optimistic industry and a robust trade fair year 2024

The first trade fairs of the year have already taken place and many stakeholders eagerly anticipate their trade fair calendar for 2024. Simultaneously, the economic situation in many industries has significantly deteriorated over the past few months. What outlook do initial forecasts from the Association of the German Trade Fair Industry (AUMA) provide for the German trade fair sector in 2024? What is the industry looking forward to and what challenges must the German trade fair market face?

To assess the future as accurately as possible, it is worthwhile to look into the past: According to an initial estimate by the Association of the German Trade Fair Industry (AUMA), Germany recorded a remarkable participation of at least 180,000 exhibiting companies and 11.5 million visitors at the country’s trade fair venues in 2023. This marks a significant increase compared to the previous year, where approximately 40,000 exhibitors and nearly four million fewer visitors were counted. The conclusion: Especially after the end of restrictions during the COVID-19 pandemic, international leading trade fairs in Germany experienced a significant recovery.

For the year 2024, further recovery of trade fair organizers is expected as more than 330 trade fairs are planned in Germany. These include almost 180 national or international leading trade fairs from various sectors of the economy. The year began with the international trade fair for home and contract textiles, Heimtextil, in Frankfurt am Main on January 9, as well as the European leading trade fair for the promotional products industry, PSI, in Düsseldorf. The trade fair calendar is expected to be particularly dense in the first quarter, especially in early February and throughout March, when more than a dozen trade fairs are scheduled to take place simultaneously.

A recent survey of associations conducted by the German Economic Institute (IW) revealed that most German industries anticipate a deterioration in their economic situation. However, the German trade fair industry remains optimistic: While most associations expect a decrease in investments, a large proportion of German trade fair organizers plan to increase investments, primarily in IT, digitalization, and venue and infrastructure. This is partly due to the recognition by many stakeholders of the importance of the physical trade fair as an unparalleled economic catalyst, leading them to invest in their trade fair presence.

An unpublished AUMA survey confirms: 400 surveyed companies plan to participate in a similar number of trade fairs this and next year as in the past two years, and 43 percent even intend to increase their trade fair budgets. Philip Harting, Chairman of the Association of the German Trade Fair Industry (AUMA), is convinced that especially in economically weak years, the trade fair business plays a special role because: “In the face of increasing global tensions and political changes, the economy is under enormous pressure and needs its sectoral trade fairs more than ever to drive forward the transformation of economic life. The federal government is called upon to strengthen the trade fair location Germany.”

This year, the start of Drupa, the most significant showcase of the printing industry in Düsseldorf at the end of May, is particularly anticipated. It takes place for the first time since 2016, after a hiatus due to the pandemic. Also last held in 2016 was the World’s Leading Trade Fair for the Textile Care Industry. Texcare International, the trade fair for the global laundry, cleaning, and textile service industry, will open its doors again at Messe Frankfurt in early November, also after a four-year cycle.

We at TEST Hotelreservation & Events are looking forward to a promising trade fair year 2024 and are confident that 2024 will be a successful year for our industry. After overcoming the pandemic, the industry seems to be up to all challenges and is more important for national economic development than ever before because, despite all speculations, one thing is certain: Trade fairs stimulate the economy.

TEST on site – drinktec 2022

Under the motto “grow with the flow”, the world’s leading trade fair for the beverage and liquid food industry, drinktec, took place this year at the Trade Fair Center Messe München. More than 1,700 exhibitors from 80 countries present products and services of the entire production chain including system solutions, machines live and in function.

drinktec Munich is the ideal platform for world premieres and innovations as well as for networking with partners and customers. Our sales team also took advantage of the platform and exchanged ideas with our regular customers and networked with new customers. For our sales team it was, as always, a successful day with interesting conversations about customers’ needs for their future hotel reservations via TEST.

ACHEMA 2022 – finally live.

Modern, interactive and innovative: ACHEMA is the world’s largest process industry trade fair for chemical engineering, process technology and biotechnology with several thousand national and international exhibitors in Frankfurt am Main.

Manufacturers and service providers from over 50 countries will present products for chemistry, pharmaceuticals, biotechnology, energy and the environment from August 22 – 26. 2022.

Be there and quickly secure a room on our booking pages.

New opening – Ibis Styles Munich Perlach

Munich’s disco era is coming back to life.

In September, the Ibis Styles Munich Perlach opens its doors not only for creative minds, as there are also many amenities for business travelers. The 172 rooms are decorated in bold colors and retro design elements. The lounge offers a relaxing atmosphere to end the evening with fresh snacks and drinks.
The hotel is located in the new Perlach Plaza with an adjacent shopping street with nearly 30 stores. The direct connection to the subway station also makes it easy for business travelers to arrive and depart.

We are pleased to welcome the Ibis Styles Munich Perlach as a new hotel partner and to already offer rooms of the hotel on our website for BAUMA2022. Take a look at our website and book your rooms directly there.

We are looking forward to the cooperation.

Successful relaunch in Munich

Successful new start in Munich – TEST as guest at EXPO REAL 2021

From October 11 to 13, 2021, the real estate industry came together at Europe’s most important industry gathering in Munich. It was the first EXPO REAL under Corona conditions and a successful new start.

“There was an atmosphere of confidence,” said Klaus Dittrich, CEO of Messe München. More than 19,200 participants from 52 countries attended the conference, where 1,198 exhibitors from 29 countries presented themselves. Attendees particularly appreciated the numerous, high-quality contacts and the joy of seeing each other again was palpable at the booths and in the conference halls.

The detailed protection and hygiene concept of Messe München enabled the successful relaunch of the real estate trade fair.

TEST is already looking forward to EXPO REAL 2022 and has already reserved contingents for you to the fair!

You can reach us from 9 a.m. – 5:30 p.m. at +49 30 3999910 or look parallel here on our homepage and find our portfolio at a glance.

Live is Life! TEST at the IDS 2021

The 39th International Dental Show in Cologne started on Wednesday and TEST is right in the middle of it. Finally being live on site at a trade show again is exciting and beneficial at the same time.

We enjoy the personal encounters with our customers, who are exhibitors at the IDS presenting pioneering innovations, innovative technologies and exciting live demonstrations from the field of dentistry and dental technology.

The world’s leading trade fair for the dental industry is still open until Saturday. TEST wishes the approximately 800 exhibitors in four halls many visitors and good discussions. And chapeau to Koelnmesse for the excellent organization!

Presence trade fairs are about to make a comeback

Presence trade fairs are about to make a comeback, headlines AUMA – Association of the German Trade Fair Industry in its current newsletter. From September to December 2021, a total of 148 trade fairs listed by AUMA are currently planned, 67 of which are of international or national significance.

To coincide with the start of the trade fairs, TEST is offering room allotments for the 2021/2022 trade fairs on the TEST online booking tool. Take a look at our website right now and book your hotel room for trade fairs in 2021 such as FachPack, Expo Real, IAA and SPS and secure rooms now for the TOP trade fairs in 2022 BAUMA and InnoTrans.

We have excellent hotel allotments and will be happy to advise you personally.
So that your trade fair start will be a complete success!

You can reach us from 9 a.m. – 5:30 p.m. at +49 30 3999910 or by e-mail at info@testberlin.de.